Awaiting the full liberalization of the Belgian postal market on January 1st 2011, the national postal operator “De Poste-La Poste” decided to change its brand. The objective was to develop a new name, brand strategy and visual and verbal identity – re-branding the Belgian Post.
The brand identity has been modernized to represent a dynamic company with a flexible visual expression. A new name was created: bpost. The new symbol remains very recognizable because it is rooted in the heritage.